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Your shortcut to navigating the road to successful
commercialization
The Value Proposition Canvas
2STAKEHOLDERGOALS
List what your stakeholder is trying to accomplish –
select one prior to Step 3 3PAINSDescribe negative emotions, costs,
situations, and risks for your stakeholder
& GAINSDescribe the benefits
your stakeholder expects
Your Project's Value Proposition Canvas
VALUE PROPOSITION CANVAS
16 GAIN CREATORS
Describe how your ideacreates a stakeholder gain
& PAIN RELIEVERSDescribe how your idea
alleviates a stakeholder pain
MY ____________________Idea
HELPS __________________Selected Stakeholder
DO ____________________Selected Stakeholder Goal
BY _____________________Pain/Gain or Creator/Reliever
AND ___________________Pain/Gain or Creator/Reliever
SELECTED STAKEHOLDER
________________________
(verb)
(verb)
5 4GAIN CREATORSDescribe how your idea
creates a stakeholder gain
& PAIN RELIEVERSDescribe how your idea
alleviates a stakeholder pain
MY IDEAGive a one-sentence description
of your product or service
Copyright 2016 - Strategyzer AG Strategyzer.com
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PATIENT PCP ULTRASOUND (TECHNICIAN)
INSURANCE
RADIOLOGIST
HOSPITAL ADMINISTRATION
ACOG
ACS
PRACTICE GUIDELINES
RESULTS REFER IMAGE
SOPs
BILL
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Ecosystem Map
Your Project's Ecosystem MapCurrent State
Proposed State
1. Be prepared — know your goals and questionsahead of time
2. Talk to one person at a time3. Ask open-ended questions — Why? Why? Why?
For effective customer interviews:
4. Listen, don’t talk5. Thank them and ask for introductions6. Write up your notes a.s.a.p.
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SS@KU Sponsored by these organizations.Want to know more? Write:
Wally Meyer, [email protected] or Steve Soper, [email protected]
Develop hypothesis / map ecosystem
Talk to all the stakeholders identified in your ecosystem
Prepare open-ended questions — Ask Why? Why? Why?
Focus on behavior: What are their motivations? What are their concerns/pain points?
Go back and refine
IT’S NOT ABOUT SELLING YOUR TECHNOLOGY, IT’S ABOUT DETERMINING YOUR CUSTOMERS’ PAIN POINTS.
Modified with permission from the Regents of The University of Michigan
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Customer Discovery
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